California Naturals
California Naturals is a Los Angeles-based clean personal care brand founded in 2023 that sells naturally derived hair, body, lip, and men's care products priced under $12 to mass-market consumers via DTC and over 15,000 retail doors including Target, Ulta, CVS, Sprouts, and Walmart.
- Company typePrivate
- Founded2023
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What California Naturals does
California Naturals is a Los Angeles-based personal care brand founded in 2023 by Shelby Wild (previously founder of Playa Beauty, acquired by Forma Brands in 2020) that offers clean, naturally derived hair, body, lip, and men's care products to mass-market consumers at price points predominantly under $12 per SKU. The company serves a horizontally positioned customer base spanning all hair types (1A–4C), all skin types, all ages, and all demographics, including color-treated, sensitive, and family use cases. It sells through a hybrid direct-to-consumer e-commerce site (thecalifornianaturals.com), the Amazon marketplace, and a broad wholesale retail network totaling more than 15,000 doors across Target, Ulta Beauty, CVS, Sprouts, Walmart, and other mass and specialty retailers.
The product portfolio is organized around five franchises: Classic Clean (99% naturally derived daily shampoo/conditioner), Super Moisture (hydrating formulas with shea, avocado, and murumuru butters), Re:GRO (anti-thinning with a proprietary 5% Capixyl complex, caffeine, biotin, rosemary, and saw palmetto), Dream Curl (curly hair care), and Sensitive Scalp & Body (NEA-approved). Underlying formulation technology centers on a 90–99% naturally derived ingredient platform using coconut-derived surfactants, plant butters and oils, food-grade fragrances, and the exclusion of sulfates, parabens, silicones, and synthetic fragrances. Products are Leaping Bunny Certified, vegan, and packaged in PCR plastic; the Re:GRO line has third-party clinical validation showing 97% of study participants reported less breakage and shedding after 90 days. Products are 'Mixed & Poured in California'.
California Naturals monetizes through unit-priced one-time purchases at retail and DTC (SKUs from $9.99 lip balms to $29.99 body scrubs), bundle pricing offering 5–10% savings versus individual items, and a subscription option for Glow Oil Body Wash. The brand has scaled rapidly since its 2023 Target debut, achieving over 300% year-over-year revenue growth and the No. 1 and No. 2 shampoo positions at Sprouts, with more than 2,000 five-star customer reviews. Marketing relies on a celebrity-driven brand awareness campaign featuring actor Owen Wilson as Chief Shampoo Officer, alongside earned media in Vanity Fair, GQ, and Oprah Daily. The company has raised venture capital across multiple rounds including a Series A (October 2024), an additional ~$21M venture round (September 2025), and a Series B (June 2026) led by Align Ventures with participation from L Catterton, Elizabeth Street Ventures, Midnight Venture Partners, and Able Partners.
California Naturals firmographics
Firmographics- Name
- California Naturals
- Legal name
- California Naturals
- Website
- https://thecalifornianaturals.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- California Naturals is a Los Angeles-based clean personal care brand founded in 2023 that sells naturally derived hair, body, lip, and men's care products priced under $12 to mass-market consumers via DTC and over 15,000 retail doors including Target, Ulta, CVS, Sprouts, and Walmart.
- Ownership category
- akta.pro rank
California Naturals industry classification
Industry- Product category
- Personal Care
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
- akta.pro secondary industry
- Natural/Organic & Clean Skincare (CRABAAAH)
Keywords
Where California Naturals is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
California Naturals business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer (DTC) E-commerce: California Naturals sells directly to consumers through its e-commerce website (thecalifornianaturals.com), offering the full product range including bundles, best sellers, and new arrivals. The website features subscription/recurring delivery options for body washes.
- Retail Distribution (Wholesale): Products are sold through major US retail partners including Target, Ulta Beauty, CVS, Sprouts, Walmart, Amazon, and other specialty and mass market retailers. Products are priced under $12 at retail, making them accessible across mass channels.
- Amazon Marketplace: The brand is available on Amazon, including the Re:GRO Anti-Thinning Scalp Serum for $20, providing an additional DTC-adjacent channel with wide reach.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual products — hair, body, lip, men's care |
| Unit Pricing | Pay-as-you-go | Bundles and collections — value sets with 5–10% savings |
| Subscription | Monthly | Subscription / recurring delivery |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels6 records
California Naturals product offering
Product offeringCore offering
California Naturals manufactures and sells clean, naturally derived personal care products including shampoos, conditioners, hair treatments (masks, serums, leave-ins), body washes, body lotions, body scrubs, lip balms, and curated bundles. Products are formulated with 90–99% naturally derived ingredients, are sulfate-free, paraben-free, silicone-free, vegan, and Leaping Bunny Certified, with most SKUs priced under $12 at retail. The brand sells through DTC e-commerce, Amazon, and over 15,000 retail doors across Target, Ulta Beauty, CVS, Walmart, and Sprouts.
Product overview
California Naturals is a daily lifestyle brand offering clean, natural, everyday personal care essentials for hair, body, and lips. The product portfolio includes multiple shampoo and conditioner lines (Classic Clean, Super Moisture, Re:GRO Anti-Thinning, Dream Curl, Sensitive Scalp), hair treatments (Deep Repair Hair Mask, Leave-In Conditioner, Scalp Serums), body care (Body Washes, Body Lotion, Body Scrub), lip balms, and travel kits. Products are formulated with 90-99% naturally derived ingredients, are sulfate/paraben/silicone free, vegan, and cruelty-free (Leaping Bunny Certified). The brand is positioned as affordable clean beauty available at major retailers including Target, Ulta Beauty, CVS, Walmart, and Sprouts.
Differentiator
Problem solved
Functional benefit
Products and services
- Classic Clean Shampoo 99% naturally derived shampoo with coconut, avocado, sunflower, and aloe that gently cleanses and nourishes for shine and hair health. Safe for all hair types and color-treated hair.
- Classic Clean Conditioner 99% naturally derived conditioner with coconut, mango seed butter, and avocado butter that deeply nourishes and smooths strands for shine and healthy hair.
- Deep Repair Hair Mask 98% naturally derived weekly hair mask with shea butter, argan oil, rose water, and castor oil that melts into strands for softer, silky, more hydrated hair.
- Glow Oil Body Wash Light golden oil gel body wash with sea buckthorn, moringa butter, and vitamin B5 that lathers into gentle foam, cleanses without stripping, and nourishes skin.
- Re:GRO Anti-Thinning Shampoo Clean scalp-boosting shampoo powered by biotin, caffeine, zinc, rosemary, and saw palmetto to strengthen strands, support scalp health, and promote fuller-looking hair.
- Re:GRO Anti-Thinning Conditioner Strengthening conditioner with biotin, argan oil, avocado oil, vitamin B5, zinc, rosemary, and caffeine that hydrates, reduces breakage, and supports longer-looking hair.
- Re:GRO Anti-Thinning Scalp Serum Clean concentrated serum with 5% Capixyl, caffeine, biotin, rosemary, and saw palmetto, clinically tested for fuller, stronger hair with 97% of study participants seeing less breakage.
- Super Moisture Shampoo Moisturizing shampoo that deeply hydrates dry hair with shea butter, avocado oil, and murumuru butter while cleansing without stripping.
- Super Moisture Conditioner Deeply moisturizing conditioner with shea butter, avocado oil, murumuru butter, and aloe that smooths strands, reduces frizz, and enhances shine (99% naturally derived).
- Dream Curl Shampoo Curl-enhancing shampoo designed for curly hair that provides soft, defined, hydrated curls without harsh ingredients.
- Dream Curl Conditioner Conditioner designed to hydrate and strengthen curls naturally with a formula that defines and manages curly hair.
- Dream Curl Cream Equal parts hydrator, styler, and curl-definer for curly hair that provides hydrated, frizz-free, bouncy curls.
- Sensitive Scalp Shampoo Gentle shampoo formulated for dry, delicate, and irritated scalps that soothes while cleansing; National Eczema Association approved.
- Sensitive Scalp Conditioner Conditioner for dry, delicate, and irritated scalps that provides gentle hydration without irritation; National Eczema Association approved.
- Sensitive Skin Body Wash Gentle body wash formulated for dry, delicate, and irritated skin that cleanses without stripping; National Eczema Association approved.
- Hydrating Lip Balm - Toasted Coconut 100% natural, pocket-sized lip balm in toasted coconut scent that provides hydration.
- Hydrating Lip Balm - Summer Fig 100% natural, pocket-sized lip balm in summer fig scent that provides hydration.
- Leave-In Conditioner & Detangler 97% naturally derived leave-in conditioner that smooths frizz, adds slip, and prevents breakage without rinsing.
- Best Seller Bundle Curated bundle including Classic Clean Shampoo, Classic Clean Conditioner, Deep Repair Hair Mask, and Leave-In Conditioner for restoring dry, damaged strands, sold at $43.16 versus $47.96 MSRP.
- On-The-Go Mini Travel Kit TSA-friendly travel kit with mini versions of Classic Clean Shampoo, Conditioner, Deep Repair Hair Mask, and Glow Oil Body Wash for on-the-go routines, priced at $24.99.
- Glow Body Lotion Lightweight body lotion with sultry citrus scent that provides hydrated, glowy skin.
- Body Scrub Tub Body scrub that provides a clean buff without harsh ingredients for exfoliated, smooth skin, priced up to $29.99.
- Kids No-Knot Detangler Leave-In Spray Gentle detangling spray for children's hair that provides smooth, tangle-free results.
- Daily Vitamin Hair Styler Lightweight hair styler that delivers vitamin nourishment while providing styling benefits.
Quantifiable outcome
- 97% of participants reported less breakage & shedding after 90 days of using Re:GRO Scalp Serum, Shampoo & Conditioner in a third-party verified clinical study (30+ panelists, USA 2025)
- +4 more outcomes
Companies that use California Naturals
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles3 records
California Naturals technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
California Naturals partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, minor and flagship.
- Ulta BeautycoreMajor specialty beauty retailer partner for California Naturals. The brand has secured exclusive distribution at Ulta Beauty alongside Target, providing access to beauty-forward consumers through the specialty retail channel.
- Sprouts Farmers MarketcoreNatural and organic grocery retailer where California Naturals has achieved exceptional performance, holding the No. 1 and No. 2 shampoo positions. The Sprouts channel validates the brand's positioning in the natural products ecosystem.
- WalmartcoreAdded as a major retail partner by 2026, providing mass-market access across Walmart's extensive US store network. The Walmart partnership significantly expands the brand's retail footprint in the mass channel.
- AmazonminorMarketplace distribution partner where key products like the Re:GRO Anti-Thinning Scalp Serum are sold, providing additional e-commerce reach beyond the brand's own DTC website.
- Owen WilsonflagshipActor Owen Wilson serves as California Naturals' Chief Shampoo Officer (CSO), appearing in national brand awareness campaigns launching March 2025. Wilson's involvement generates press coverage, social engagement, and celebrity-driven consumer awareness for the brand. Described as a 'world-renowned actor + writer' in brand materials.
- CVS HealthcoreCalifornia Naturals expanded its retail presence to include CVS pharmacy locations, following its initial Target launch. The brand planned to grow from 2,000 to 5,000 CVS locations by January 2025, significantly expanding its health-and-wellness retail footprint.
- TargetcoreFoundational retail partner. California Naturals debuted at Target in 2023, achieving over 300% YoY revenue growth at the retailer and generating 220% above forecast sales in the first year. Target remains a flagship retail channel for the brand.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
California Naturals competitors and assessment
Company assessmentDirect peers
- Briogeo: Briogeo is a clean, naturally derived hair care brand founded in 2013 sold at Sephora, Ulta, and Target — comparable to California Naturals on naturally-derived formulation platform, multi-retailer distribution, and founder-led brand-building.
- SheaMoisture: SheaMoisture (Unilever-owned) is a clean/natural hair and body care brand sold at mass retailers (Target, Walmart, CVS, Walgreens, Ulta) at affordable price points with strong natural-ingredient positioning — directly comparable to California Naturals on product, channel, and target consumer.
- As I Am Naturally: As I Am Naturally is a hair care brand focused on textured/curly hair with natural ingredients sold at mass and specialty retailers — directly comparable to California Naturals on clean-ingredient positioning, multi-hair-type coverage, and category focus.
- Carol's Daughter: Carol's Daughter (L'Oréal-owned) is a natural hair and body care brand founded by an entrepreneur, sold at mass retailers with affordable pricing, serving diverse hair types — closely comparable to California Naturals on heritage, clean positioning, and mass distribution.
- Pattern Beauty: Pattern Beauty, founded by Tracee Ellis Ross, is a hair care brand for textured hair sold at Sephora, Ulta, and Target with affordable clean formulations and celebrity-founder-driven awareness — comparable to California Naturals on celebrity association, mass/specialty retail mix, and natural-ingredient positioning.
- OGX: OGX (Kenvue/Johnson & Johnson) is a mass-market shampoo and conditioner brand with botanical-inspired formulations and similar sub-$12 price points sold at Target, Walmart, Ulta, and CVS — directly comparable on price tier, distribution channel, and product format.
- Not Your Mother's: Not Your Mother's offers clean, affordable hair care products at mass retailers (Target, Walmart, Ulta) targeting women and families with naturally derived formulations — directly comparable on price point, channel strategy, and consumer segments to California Naturals.
- Mielle Organics: Mielle Organics is a natural hair care brand (now partially owned by P&G/Goddard) sold at Target, Walmart, Sally Beauty and Amazon, focused on textured hair with affordable pricing — directly comparable on retail penetration, natural-ingredient positioning, and rapid mass-market growth trajectory.
- Playa Beauty: Playa Beauty is a hair and body care brand previously founded by California Naturals' founder Shelby Wild and acquired by Forma Brands in 2020 — directly comparable on product mix, brand ethos, and shared founder DNA, providing insight into the operator's prior execution track record.
Broad incumbents
- Dove (Unilever): Dove is Unilever's flagship mass-market personal care brand across hair, body, and skincare sold at mass and grocery — broadly comparable as a same-shelf competitor but operates at much greater scale and is a broad incumbent rather than a clean/specialty challenger.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights8 records
Customer concentration
California Naturals social profiles
Digital presenceCalifornia Naturals compliance and trust
Trust signalCompliance2 records
California Naturals financial estimates
Financial estimateRevenue estimate
Valuation estimate
California Naturals leadership team
Management profileNumber of profiles
Profiles3 records
California Naturals funding detail
Funding detailFunding overview
Funding rounds3 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
California Naturals M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about California Naturals
What does California Naturals do?
California Naturals manufactures and sells clean, naturally derived personal care products including shampoos, conditioners, hair treatments (masks, serums, leave-ins), body washes, body lotions, body scrubs, lip balms, and curated bundles. Products are formulated with 90–99% naturally derived ingredients, are sulfate-free, paraben-free, silicone-free, vegan, and Leaping Bunny Certified, with most SKUs priced under $12 at retail. The brand sells through DTC e-commerce, Amazon, and over 15,000 retail doors across Target, Ulta Beauty, CVS, Walmart, and Sprouts.
Is California Naturals a public or private company?
California Naturals is a private company. It is classified as venture growth investor backed and is currently operating.
When was California Naturals founded?
California Naturals was founded in 2023. It employs 1 to 10 people.
Where is California Naturals based?
California Naturals is headquartered in Los Angeles, United States, in the North America region.
How does California Naturals make money?
Three revenue lines are on record. Direct-to-Consumer (DTC) E-commerce is the primary driver. The others are retail Distribution (Wholesale) and amazon Marketplace.
Who are California Naturals's main competitors?
Direct peers on record are Briogeo, SheaMoisture, As I Am Naturally, Carol's Daughter, Pattern Beauty, OGX, Not Your Mother's, Mielle Organics and Playa Beauty. Dove (Unilever) is listed as a broad incumbent.
Does California Naturals have an API?
No public API is recorded for California Naturals.
What industry is California Naturals in?
California Naturals's product category is Personal Care. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils), with a secondary code of CRABAAAH, Natural/Organic & Clean Skincare. Its NAICS code is 32561 and its SIC code is 2844.